In the third quarter of 2023, the smartphone market in Southeast Asia experienced a decline of 4%, reaching a total of 23 million units. This decline was attributed to unstable macroeconomic factors such as inflation and high interest rates. Despite these difficulties, a reduction in the rate of decline to single digits is seen as a sign of a possible recovery.
Looking at the current market situation, Samsung maintains its leadership. But that doesn’t mean it’s been a smooth ride for the company. Their market share decreased by 26% and phone sales fell from 6 million in the previous quarter to 4.4 million in the third quarter of 2023. Oppo, in second place, experienced a decrease of 9%, while Xiaomi, in third place, showed an increase of 8%. The name that attracted attention was Tecno; It sold the same number of phones as Xiaomi, showing a 69% growth in just one quarter.
These developments mark a significant transformation of the smartphone market in Southeast Asia, not only numerically but also technologically. The fact that giants such as Samsung, Oppo and Xiaomi, as well as new players such as Tecno, are increasing their presence in the market is an indication that the competition will become even more intense. This dynamic structure of the market offers new opportunities and challenges for both consumers and producers.
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